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Persuasive Imagery : A Consumer Response Perspective - Linda M. Scott

Persuasive Imagery

A Consumer Response Perspective

By: Linda M. Scott (Editor), Rajeev Batra (Editor)

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Published: 15th March 2003
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Published: 15th March 2003
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This volume synthesizes and advances existing knowledge of consumer response to visuals. Representing an interdisciplinary perspective, contributors include scholars from the disciplines of communication, psychology, and marketing. The book begins with an overview section intended to situate the reader in the discourse. The overview describes the state of knowledge in both academic research and actual practice, and provides concrete sources for scholars to pursue.

Written in a non-technical language, this volume is divided into four sections:


  • Image and Response - illustrates the difficulty encountered even in investigating the basic influences, processes, and effects of mere exposure to imagery.

  • Image and Word - presents instances in which the line between words and pictures is blurred, such as the corporate logo which is often pictorial in nature but communicates on an abstract level usually attributed to words.

  • Image and the Ad - contributes to our appreciation for the exquisite variations among advertising texts and the resultant variability in response, not only to different ads but among different viewers of the same ad.

  • Image and Object - carries the inquiry of visual response over the bridge toward object interaction.

Having traveled a path that has gone from the precise working of the brain in processing visual stimuli all the way to the history of classical architecture, readers of this volume will have a new respect for the complexity of human visual response and the research that is trying to explain it. It will be of interest to those involved in consumer behavior, consumer psychology, advertising, marketing, and visual communication.

Introduction
Persuasive Imagery: What Do We Really Know?
Persuasion by Design: The State of Expertise on Visual Influence Tactics
A Review of the Visual Rhetoric Literature
Image and Response
When the Mind Blinks: Attentional Limitations to the Perception of Sequential Visual Images
Cognitive and Affective Consequences of Visual Fluency: When Seeing Is Easy on the Mind
A Levels-of-Processing Model of Advertising Repetition Effects
Changes in Logo Designs: Chasing the Elusive Butterfly Curve
Visual Persuasion: Mental Imagery Processing and Emotional Experiences
Image and Word
Scripted Thought
Visual and Linguistic Processing of Ads by Bilingual Consumers
The Role of Imagery Instructions in Facilitating Persuasion in a Consumer Context
Image and Ad
The Contribution of Semiotic and Rhetorical Perspectives to the Explanation of Visual Persuasion in Advertising
Invoking the Rhetorical Power of Character to Create Identifications
Promises, Promises: Exploring Erotic Rhetoric in Sexually Oriented Advertising
"Uncle Sam Wants You!": Exploring Verbal-Visual Juxtapositions in Television Advertising
Understanding Visual Metaphor in Advertising
Image and Object
Color as a Tool for Visual Persuasion
The Marriage of Graphic Design and Research--Experimentally Designed Packages Offer New Vistas and Opportunities
Building Brands: Architectural Expression in the Electronic Age
"No One Looks That Good in Real Life!": Projections of the Real Versus Ideal Self in the Online Visual Space
Persuasive Form: Mobile Telephones in Hungary
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780805842029
ISBN-10: 0805842020
Series: Advertising and Consumer Psychology
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 464
Published: 15th March 2003
Publisher: LAWRENCE ERLBAUM ASSOC INC
Dimensions (cm): 23.37 x 16.0  x 3.23
Weight (kg): 0.81